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The Future On A Plate

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Future of food inspiration + information presentation, given to Finland's largest food company, S Group, in March 2017.

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The Future On A Plate

  1. 1. THE FUTURE IS HERE
  2. 2. THE FUTURE IS HERE @JAMESWALLMAN
  3. 3. THE FUTURE ON YOUR PLATE
  4. 4. THE FUTURE ON YOUR PLATE 7 MARCH 2017
  5. 5. AGENDA • HOW WE FORECAST • FACTORS • TRENDS • SPRINGBOARDS
  6. 6. HOW WE FORECAST
  7. 7. William Gibson “The future is already here, 
 it’s just not very evenly distributed.”
  8. 8. 1. Understand the macro-trends 2. Investigate the innovation 3. Use Diffusion of Innovations curve
  9. 9. 1. Understand the macro-trends 2. Investigate the innovation 3. Use Diffusion of Innovations curve
  10. 10. FACTORS
  11. 11. EVERYWARE • AI, AR, VR, ML, IoT • Automation • Always-on “Facebook has more people than God on this planet, and can reach them on a mobile phone” Scott Galloway, NYU Stern vTime, the VR social network
  12. 12. EVERYWARE • AI, AR, VR, ML, IoT • Automation • Always-on “Facebook has more people than God on this planet, and can reach them on a mobile phone” Scott Galloway, NYU Stern vTime, the VR social network
  13. 13. EVERYWARE • AI, AR, VR, ML, IoT • Automation • Always-on “Facebook has more people than God on this planet, and can reach them on a mobile phone” Scott Galloway, NYU Stern vTime, the VR social network
  14. 14. THE FUTURE IS HERE “Software is 
 eating the world” Marc Andreesen, 
 Andreessen Horowitz
  15. 15. Videos don't work on Slideshare, 
 so I've removed all videos from this presentation. And I’ve replaced them with links 
 to the same or similar video 
 on Youtube or Vimeo.
  16. 16. Amazon Go video where it looks, to 20th century eyes, 
 like the shopper is stealing something: https://www.youtube.com/watch?v=1Yqr0fGfuwE
  17. 17. THE FUTURE IS HERE MORE! • More connected • More data • Busier • Longer lives • Higher expectations • More customised Duffie Grieve, 82, tennis champion Image: Bolder, www.be-bolder.com
  18. 18. EXPERIENTIALISM The fundamental values of our society are changing. • In the 20th century: scarcity & materialism • In the 21st century: abundance & “experientalism"
  19. 19. EXPERIENTIALISM People have enough stuff. So instead of looking for happiness, identity and status in material goods, people are increasingly finding happiness, identity and status in experiences instead. SUFFERFESTS VIDEO
  20. 20. Short from Rise of the Sufferfests featuring James Wallman: https://www.youtube.com/watch?v=m2uFPH8T0JU
  21. 21. Source: Danny Dorling & Mark Maslin CARBON CONCERN To hit the COP 21 target of <2°C, humans must become a carbon sink by 2070.
  22. 22. TESTING TIMES “The pace of technological change [is] making heads spin.” The Economist
  23. 23. TRENDS
  24. 24. KEY TRENDS In May 2016: • Uber-ization • New new Nordic • Zero waste • Smart living/eating • Vegetable hero • New DIY • New world flavours Starship delivers around the world
  25. 25. Starship delivers around the world KEY TRENDS In May 2016: • Uber-ization • New new Nordic • Zero waste • Smart living/eating • Vegetable hero • New DIY • New world flavours
  26. 26. CONVENIENT CONNOISSEUR CULTURE People want to: • escape digital work • use their hands • show they’re sophisticated Plated delivers $100m revenue per year
  27. 27. CONVENIENT CONNOISSEUR CULTURE People want to: • escape digital work • use their hands • show they’re sophisticated Plated delivers $100m revenue per year
  28. 28. Plated delivers $100m revenue per year CONVENIENT CONNOISSEUR CULTURE People want to: • escape digital work • use their hands • show they’re sophisticated
  29. 29. We will turn to digital kitchen assistants in the future, created by tech giants and Silicon Valley startups. • LG, Samsung, Whirlpool • Brava, Innit LG’s Hub Robot
  30. 30. EXPERIENTIALISM People have enough stuff. So instead of looking for happiness, identity and status in material goods, people are increasingly finding happiness, identity and status in experiences instead. SUFFERFESTS VIDEO
  31. 31. Video showing how a Samsung connected fridge makes life easier, especially when you’re entertaining: https://www.youtube.com/watch?v=yIaZpVlTKIc&t=1s
  32. 32. Regrained’s bars are made with beer’s by-product. ZERO WASTE “Waste is a failure of the imagination.” Douglas McMaster, Silo
  33. 33. Winnow’s bins save restaurants 3-8% on food costs. Winnow’s waste-reducing bin
  34. 34. Winnow’s waste-reducing bin Winnow’s bins save restaurants 3-8% on food costs. • An experiment in a Seoul suburb where 145,000 people weighed their rubbish, reduced waste by 30%
  35. 35. Hydroponic urban farms, which reduce food miles to zero, are taking root around the world. • Infarm, Germany • Growing Underground, UK • Alesca Life, China Infarm
  36. 36. “Our farms are a perfect synergy between hardware and software, creating far greater production efficiency than any other technology in the market.” Infarm Infarm
  37. 37. EXPERIENTIALISM People have enough stuff. So instead of looking for happiness, identity and status in material goods, people are increasingly finding happiness, identity and status in experiences instead. SUFFERFESTS VIDEO
  38. 38. Video showing how Edipeel makes fruit last longer: https://www.youtube.com/watch?v=Z5Nvn8PtGSo
  39. 39. VEGETABLE HERO Meat is being pushed off the plate because: • concern for the environment • health concerns: the UN says meat causes cancer • photo-first From vegan project, 31 Days
  40. 40. NY-based Euphebe is “designed to break the crappy food cycle through great tasting real food and a food coach in your pocket.” The 28-day detox by Euphebe
  41. 41. NEW FOODS Taking advantage of tech, innovators are creating novel foods: • Insects • Algae • 3D printing • Bioactive peptides from Nuritas Natural Machines’ The Foodinini 3D printer
  42. 42. Soylent treats nutrition like a problem to be fixed, and food like software. • Soylent Powder provides “complete nutrition with minimum effort” — just add water • Soylent Drink provides 20% of daily nutritional requirements • “Release Notes” are regularly updated just like a software product release
  43. 43. CLEAN MEAT Scientists are now creating low emission, guilt-free meat. • Memphis Meats • Impossible Foods • Bistro in Vitro Impossible Food’s plant-burgers
  44. 44. All ingredients come from plants, eg, water, textured wheat protein, and coconut oil. Impossible Food’s plant-burgers
  45. 45. Impossible Food’s plant-burgers All ingredients come from plants, eg, water, textured wheat protein, and coconut oil.
  46. 46. REAL FOOD In a disconnected, digital, intangible world, many hark back to something real. • Back to the Roots • The New New Nordic Back to the Roots’s Garden in a Can
  47. 47. This idea is at the heart of the New New Nordic. • traditional cooking • no-nonsense, no-frills • local, simple, indigenous Chef & Sommelier, Helsinki
  48. 48. SMART EATING Better technology + health worries = people know what they’re eating. • DietSensor scans the chemical makeup of food • Now, in the ChangHong H2 The Diet Sensor on holiday
  49. 49. Digital is enabling brands to mass- customise food. • Vita Mojo lets diners choose their ingredients Vita Mojo lets you choose what, and how much.
  50. 50. Habit calculates the best food for you PERSONAL FOOD Science-led startups suggest foods based on your personal genetic makeup. • DNA Fit • Habit • Tool Box Genomics
  51. 51. Day Two also considers your microbiome. • A pan-European study found that personalised nutrition advice was significantly more likely to lead to better health outcomes. Habit calculates the best food for you
  52. 52. Section from video about the gut biome by professors at the Weizmann Institute of Science, Israel: https://www.youtube.com/watch?v=Ryc5M3Ciytg
  53. 53. RADICAL TRACEABILITY The Blockchain can trace all parts of your food’s journey. • Wal-mart and IBM are testing the blockchain in China. Naomi Klein’s anti-brand book in 1999.
  54. 54. RADICAL TRACEABILITY The Blockchain can trace all parts of your food’s journey. • Wal-mart and IBM are testing the blockchain in China. The Economist’s pro-brand response in 2001.
  55. 55. POST LOGO RADICAL TRACEABILITY The Blockchain can trace all parts of your food’s journey. • Wal-mart and IBM are testing the blockchain in China. Blockchain makes trust less relevant.
  56. 56. SPRINGBOARDS
  57. 57. How might we…  BE A ZERO (WASTE) HERO?
  58. 58. How might we…  DISRUPT OUR OWN BUSINESS MODEL?
  59. 59. How might we…  PERSONALISE THE FOOD WE SELL?
  60. 60. How might we…  BALANCE REAL FOOD WITH NEW FOOD?
  61. 61. How might we…  TURN OUR VEGETABLES INTO HEROES?
  62. 62. How might we…  CREATE SHARE-ABLE STORIES?
  63. 63. THE FUTURE ON YOUR PLATE
  64. 64. THANK YOU! This presentation was turned from good to great thanks to: • Ed White, senior editor Europe, IDEO • Nadja Pinnavaia, founder, Euphebe • Lucie Greene, worldwide director of trends, JWT • Iulia Tudor, community manager, Google TechHub
  65. 65. THANK YOU! This presentation was turned from good to great thanks to: • Georgia Wing, researcher, The Future Is Here • Katie Griffiths, producer, The Future Is Here • Andrew Moo, marketing manager, Hatchery Asia • Juhani Mykkänen, co-founder, Wolt
  66. 66. THANK YOU! This presentation was turned from good to great thanks to: • Elvina Hewitt, co-founder, ToolBox Genomics • Helen Cathcart & Dominique Afacan, co-founders, Bolder • Vicky Roberts, head of communications, vTime • Danny Dorling, professor of geography, University of Oxford
  67. 67. THANK YOU! This presentation was turned from good to great thanks to: • Mark Maslin, professor of geography, University College London • Dan Kurzrock, co-founder, ReGrained • John Coupland, professor of food science, College of Agricultural Sciences, Pennsylvania State University • Erna Klupacs, marketing, Winnow • Nina Elisabeth Børke, editor, 31 Days
  68. 68. THE FUTURE IS HERE JAMES@THEFISH.CO / @JAMESWALLMAN

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